More than 40 free comics up for grabs today from area retailers

One day back in 2001, Joe Field looked out the window of his comic-book store and saw a deep line for Baskin-Robbins.

"(I was) wishing all those people were coming into my store. I went to see what it was about, and it was free scoop night," said Field, who owns Flying Colors Comics in Concord, Calif. "I thought, 'Ice cream is cool, but comics are cooler.' Why can't we do the same thing?"

So he did.

In 2002, thanks to the efforts of Field, stores across the country held the first Free Comic Book Day.

From that, it's grown to its eighth year, with an estimated 12 million comics handed out free by 2,000 retailers in more than 30 countries.

This year, Free Comic Book Day is today, and the city's two comic retailers -- Comics and Collectibles in East Memphis and the Comic Cellar in Raleigh -- are taking part.

Field said he expects more people to come out this year, since the economy has people clamoring for anything that's free. However, that may not be good news for the industry as a whole.

"In the first seven years of Free Comic Book Day, the comic-book business has gone up all seven of those years," he said. "Now we're in a much more difficult economy, and we may break that streak."

According to Field, the event's purpose is threefold: lure in new, younger readers; encourage lapsed readers to return and say thanks to the perpetual readers.

"It definitely gets new people in the door," said Jason Prince of the Comic Cellar. "Now, does it translate to ongoing customers? Even if I get one new regular customer, it's worth it."

Ron Crum, owner of Comics and Collectibles, echoed that.

"We get lots of people who come in who wouldn't come in before. What it's really good at is bringing in young kids," he said. "They get lots of these little free comics. You're growing your base in that sense."

While the books are free to the public, shop owners pay a discounted price for them. Crum said his shop will pay about $2,000 for the books.

But it seems to be worth it, he said. People who come in for free comics often spend money on other things, too.

"It's usually our busiest day of the year," Crum said. "We'll have people call us up in March and April, wanting to know if we're going to have Free Comic Book Day."

-- Jody Callahan: 529-6531

Free Comic Book Day

Today, two local stores will take part in the national promotion to generate interest in comic books. The number of comics given to each customer varies from store to store.

Comics and Collectibles, 4730 Poplar, (901) 683-7171. The shop will also be having a 20 percent off sale on most items.